Lavazza ad teams up robot with US stars of The Office

Italian coffee brand Lavazza has launched a global campaign designed to celebrate the joy of simple moments. 

"Pleasure makes us human", created in-house, features an 85-second film showing the story of Luigi, a sentient robot who dreams of experiencing the pleasure humans feel while drinking Lavazza coffee.

Actors Steve Carell and John Krasinski, both of whom star in the US version of The Office, feature in the spot, and interact with Luigi at the end after a series of adventures for the robot, including in an office and on a beach.

The film brings to life the narrative of Luigi's quest to understand and feel human emotions—an aspiration sparked by witnessing the delight on his colleagues' faces as they savour Lavazza coffee.

It is accompanied by a cover of the classic track Que sera, sera. 

The multi-asset campaign will roll out in several stages, starting with the digital long-format film and followed by shorter cuts on TV and social media platforms. 

Carlo Colpo, marketing communication director and brand home director of Lavazza Group, said: "Lavazza unveils a new strategic message that confirms its evolution towards a truly global brand with Italian roots. This positioning is further emphasised by the featuring of two iconic artists throughout the campaign.

“With the 'Pleasure makes us human' campaign, Lavazza takes its brand communication to the next level. Our narrative explores a timely topic using poetic storytelling infused with a gentle sense of humour meant to engage, entertain, and uplift our audience. This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments—like enjoying a cup of coffee.